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Does Technology Acceptance Change the Way from CRM to Customer Loyalty?: An Empirical Study on the Banking Industry

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  • Yi-Yuan Liu

    (Oriental Institute of Technology, Taiwan)

Abstract

This study explores the moderating effect of technology acceptance on the relationship between customer relationship management (CRM) in terms of distribution and tailor-made functions and customer loyalty in the banking industry. The author uses LISREL two-group path analysis to find the variances between high and low technology acceptance. Data collected from the customers of nine retail banks show that commitments have a mediating effect on the relationship between the tailor-made function of CRM and customer loyalty, while technology acceptance has significant effects on both relationships between the two functions of CRM and continuance commitment.

Suggested Citation

  • Yi-Yuan Liu, 2010. "Does Technology Acceptance Change the Way from CRM to Customer Loyalty?: An Empirical Study on the Banking Industry," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 2(3), pages 44-56, July.
    • Handle: RePEc:igg:jesma0:v:2:y:2010:i:3:p:44-56
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